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ALUMNI/DONOR CENSUS

ALUMNI/DONOR CENSUS. DEVELOPMENT IN-SERVICE OCTOBER 15, 2009. ALUMNI/DONOR CENSUS. FY ‘09 FUND RAISING SUCCESS FY ‘10 OPERATING PLAN INITIATIVES Prospecting from the Census. ALUMNI/DONOR CENSUS. CENSUS RESPONDENTS ARE FUTURE DONORS TESTED WITH 1994 CENSUS RESPONDENTS

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ALUMNI/DONOR CENSUS

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  1. ALUMNI/DONORCENSUS DEVELOPMENT IN-SERVICE OCTOBER 15, 2009

  2. ALUMNI/DONOR CENSUS • FY ‘09 FUND RAISING SUCCESS • FY ‘10 OPERATING PLAN INITIATIVES • Prospecting from the Census

  3. ALUMNI/DONOR CENSUS • CENSUS RESPONDENTS ARE FUTURE DONORS • TESTED WITH 1994 CENSUS RESPONDENTS • ACT OF RESPONDING POSITIVELY CORRELATES WITH FUTURE GIVING • 30,000 HAVE NO CENSUS LEAD ASSIGNED

  4. ALUMNI/DONOR CENSUS • 2,146 prospects have been assigned • 76% of assigned prospects are not on active PMATS • Over 400 assigned prospects have been contacted since Census assignment date (19%) • 107 prospects have been added to PMATS • Average lifetime giving of newly added PMATS prospects = $40,000

  5. Ways to Use Census Responses • Read on Advance • Pull DPRs for prospecting; stewardship • Learn about your constituency • To see the full census, look for Census 2008 in the Additional Information window on the Advance profile. • Census 1994 and Census 2008.

  6. How you are supported.. Go on Advance and read about your prospects and donors; Discuss a DPR report with your Research colleague; Be the census lead for promising suspects.

  7. How to get assignment • Request census lead as you would a PMATS assignment or • Contact Wayne Camp, in the Prospect Management Office (ext.42384) • E-mail with screen shots will be sent this afternoon

  8. Real life experiences • Major Gift DODs: • Jasmine Payne • Minda Harts

  9. Census Project Results • Learned from summary data • Prospecting from respondents • Prospecting from extrapolated pool coming by end of the year • Focus groups • Out of all those who answered the question about the quality of their current interactions with UCLA, nearly as many said fair or poor as said excellent or good.

  10. Quality of My Current Interactions with UCLA 13,145 Fair/Poor Excellent/ Good 15,432 0 4,000 8,000 12,000 16,000 20,000

  11. Attitude Variations • The degree of satisfaction was in about the same proportion regardless of school, age, ethnicity…

  12. Current Interaction Responses - Degree School Excellent/Good Fair/Poor 7,411 UCLA College 8,259 361 TFT 280 1,284 Anderson 1,402 316 Public Health 399 242 Public Affairs 288 132 Nursing 268 646 Law 746 1,013 HSSEAS 997 88 Dentistry 118 475 GSEIS 708 243 GSOM 417 471 Arts & Architecture 477 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

  13. Current Interaction Responses - Age Excellent/Good Fair/Poor 2,589 20s 3,022 2,694 30s 3,102 2,401 40s 2,757 2,276 50s 2,665 1,579 60s 1,859 731 70s 828 245 80s+ 346 630 Did not Answer 853 0 500 1,000 1,500 2,000 2,500 3,000 3,500

  14. Attitude Variations • Perhaps unfortunately, wealthier respondents were unhappy in the same proportion as less wealthy respondents. • We have identified anyone from this group worth $5M + who has a PMATS manager and we will be in touch.

  15. Current Interaction Responses - Household Net Worth Excellent/Good Fair/Poor 2,594 Did not Answer 2,906 3,943 Under $250,000 4,493 3,419 $250,000 - $999,999 3,997 2,619 $1,000,000 - $4,999,999 3,361 348 $5,000,000 - $9,999,999 391 136 $10,000,000 - $24,999,999 163 86 $25,000,000+ 121 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

  16. Attitude Variations • Not surprisingly, donors were more likely to be positive than non-donors, and alumni association members than lapsed or never members.

  17. Current Interaction Responses - Lifetime Giving Excellent/Good Fair/Poor $10M+ 8 $5M-$9.9M 2 3 $1M-$4.9M 28 29 $100K-$999K 176 216 $10K-$99K 860 1,539 $1K-$9.9K 2,948 5,151 $1-$999 6,427 6,207 0 4,983 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

  18. Current Interaction Responses - Alumni Association Member Status Excellent/Good Fair/Poor Never Member Lapsed Member Annual Member Life Member 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

  19. Attitude Variations • Where there were instructive patterns had to do with proximity and recency of interaction with UCLA

  20. Current Interaction Responses - Home Region Excellent/Good Fair/Poor 805 West Los Angeles 1,634 400 North Bay 779 1,515 Ventura/SFV 2,156 893 South Bay 1,284 740 Downtown LA 987 1,175 Glendale/Pasadena/SGV 1,292 1,207 Orange County 1,458 511 San Diego 570 2,043 Northern California 1,920 182 Seattle Region 140 364 New York Region 337 2,601 Other Out of state 2,360 407 International 257 0 500 1,000 1,500 2,000 2,500 3,000

  21. Current Interaction Responses - Last Time you were on the UCLA Campus Excellent/Good Fair/Poor 3,502 More than 5 years ago 2,170 2,269 3-5 years ago 1,726 2,625 1-2 years ago 2,525 4,080 Within the year 8,259 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

  22. Current Interaction Responses - Last time you attended an off-campus UCLA event or activity (football game, reunion, regional reception, extension course) Excellent/Good Fair/Poor 5,049 More than 5 years ago 3,618 1,554 3-5 years ago 1,433 1,646 1-2 years ago 1,977 2,202 Within the year 5,609 0 1,000 2,000 3,000 4,000 5,000 6,000

  23. Attitude Variation • Interestingly, even among prospects who indicate strong likelihood of giving $50K+, there are those whose current relationship is rated fair/poor

  24. Current Interaction Responses - Donate $50K in Lifetime Excellent/Good Fair/Poor 1,085 Did not Answer 1,441 8,017 Extremely unlikely 7,395 1,836 Very Unlikely 2,372 1,079 Somewhat unlikely 1,652 726 Somewhat Likely 1,456 220 Very Likely 515 182 Extremely Likely 601 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

  25. Summary • Potential • Focus Groups • To randomly select from these respondents* to ask targeted questions about the reasons for less positive responses • *Targeting Los Angeles area, Northern CA, Seattle and N.Y. • *HH net worth $250k+, answered “fair/poor” and likely to make $50k gift in lifetime • Next step to follow up with respondents. In discussion with University Comm. Results will be shared • Donors • Find prospects among the respondents; Ask Research and PMATs staffs for help • Stay tuned for more prospects from the ‘extrapolated’ pool

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